Aidium
Aidium builds a vertical SaaS CRM for U.S. mortgage lenders, unifying contact and pipeline management, marketing automation, compliant communications, data warehousing, and AI propensity modeling into one platform serving both enterprise mortgage companies and individual loan officers.
- Company typePrivate
- Founded2019
- HeadquartersBoulder, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Aidium does
Aidium, Inc. is a Boulder, Colorado-based vertical SaaS company that builds a unified CRM platform for the U.S. mortgage lending industry. The platform combines contact and pipeline management, marketing automation, reporting and data warehousing, and a regulated communications suite (2-way SMS, email, in-app dialer with A2P 10DLC and TCPA compliance baked in) into a single product aimed at solving the dual problem mortgage enterprises face: low loan officer adoption of legacy CRMs and fragmented tooling across teams. The company's origin is a roll-up — originating entity Daily AI acquired Whiteboard CRM and rebranded as Aidium in 2019 — and the platform now integrates natively with the core mortgage tech stack including Ellie Mae Encompass (LOS), SimpleNexus (POS), Zapier, Gmail/Outlook, and Canva, with 100+ pre-built connectors in total.
Under the "Aidium Intelligence" brand, the company layers vertical AI features on top of the CRM: AI Propensity Modeling predicts purchase and refinance readiness from contact and transaction data, Aidium Agents execute autonomous CRM actions, and AI Personas (in beta) handle AI-driven contact segmentation. The business model is a per-seat SaaS subscription (monthly or annual billing with automatic renewal) supplemented by usage-based messaging credits for SMS, voice dialer, and ringless voicemail, plus professional services for implementation. Pricing is quote-based and not publicly disclosed. The GTM motion is hybrid — enterprise field sales targeting large mortgage companies via demo requests, alongside a product-led bottom-up motion with free accounts and DIY configuration that lets individual loan officers adopt without developer support. The company is SOC 2 Type II and CCPA/CPRA compliant.
In April 2024, Aidium closed a $19 million Series A led by PeakSpan Capital. In October 2025, Lendware, Inc. acquired Aidium's operating assets and rebranded the platform, appointing Josh Glantz as CEO. The named enterprise customer base includes NEO Home Loans, Catalyst Mortgage, Service First Mortgage, Thrive Mortgage, and Better Mortgage.
Aidium firmographics
Firmographics- Name
- Aidium
- Legal name
- Aidium, Inc.
- Website
- https://thinkaidium.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Acquired
- Headcount range
- 11–50 employees
- Short description
- Aidium builds a vertical SaaS CRM for U.S. mortgage lenders, unifying contact and pipeline management, marketing automation, compliant communications, data warehousing, and AI propensity modeling into one platform serving both enterprise mortgage companies and individual loan officers.
- Ownership category
- akta.pro rank
Aidium industry classification
Industry- Product category
- Mortgage CRM Software
- NAICS
- Computer Systems Design and Related Services (54151), Custom Computer Programming Services (541511)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)
- akta.pro secondary industry
- Customer Care & Borrower Communications (Call Center/Omnichannel) (FSALAEAJ)
Keywords
Where Aidium is headquartered
LocationHeadquarters
- HQ city
- Boulder
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Aidium business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Subscription: Per-user subscription model with committed period pricing. Customers pay recurring fees based on number of users (loan officers, admins) across their organization. Automatic renewal with 30-day notice for cancellation.
- Messaging Credits: Allocated monthly credits for SMS, voice dialer, ringless voicemail and media messages. Additional Refresh Credits charged automatically when allocation exhausted. Rollover capability for Refresh Credits.
- Professional Services: Implementation and onboarding services provided pursuant to Order, charged at standard or agreed rates.
- Add-On Features: Additional features or functionality beyond base subscription, charged at list prices with prior notice to customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Per seat | Monthly | Enterprise subscription with per-user pricing |
| Usage-based | Monthly | Messaging credits (SMS, voice dialer, ringless voicemail) |
| Other | Multi-year contract | Professional services (implementation and onboarding) |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Aidium product offering
Product offeringCore offering
Aidium provides a unified, cloud-based mortgage CRM platform that combines contact and pipeline management, marketing automation, reporting and data warehousing, AI-driven propensity modeling, and enterprise compliance controls. The platform serves mortgage enterprises, individual loan officers, and top producers, enabling high adoption across organizations through team-level customization, no-code automation, and 100+ pre-built integrations with LOS, POS, and lead source systems.
Product overview
Aidium is a unified mortgage CRM platform (now rebranded as Lendware following October 2025 acquisition) that combines multiple modules into a single product. The core Aidium Platform includes: (1) CRM Module for contact/pipeline management, task management, and team customization; (2) Marketing Module for co-marketing, Canva integration, automation playbooks, and lead capture; (3) Reporting & Data Module for standard/custom reports and data warehousing; (4) Aidium Intelligence (AI Propensity Modeling, Aidium Agents, AI Personas) for predictive analytics and automation; and (5) Enterprise Management & Compliance for executive controls and regulatory compliance. The platform bridges the gap between enterprise needs and producer flexibility, offering a modern alternative to legacy mortgage CRMs.
Differentiator
Problem solved
Functional benefit
Products and services
- Aidium Mortgage CRM Platform Unified cloud-based mortgage CRM platform combining contact and pipeline management, marketing automation with co-marketing and Canva integration, reporting and data warehousing, AI propensity modeling and agents, and enterprise management and compliance controls. Sold via per-user subscription to mortgage enterprises and individual loan officers in the United States.
- Implementation & Onboarding Services Professional services for platform implementation and onboarding, charged at standard or agreed rates pursuant to Order, supporting mortgage enterprises and loan officers in deploying the Aidium platform.
Companies that use Aidium
Customer profileNamed customers6 records
Segments6 records
Ideal customer profiles2 records
Aidium technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
AI capability6 records
Feature8 records
Aidium partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- SimpleNexuscoreNative integration partnership with SimpleNexus Point of Sale system, allowing seamless workflow integration between POS and Aidium CRM platform.
- CanvacoreNative Canva integration allowing users to add Canva-designed brand assets directly to emails within the CRM. One of the first platforms to leverage Canva's new API for sending assets straight from Canva into the platform. Currently in BETA phase.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Aidium competitors and assessment
Company assessmentDirect peers
- Jungo: Jungo is a mortgage-specific CRM and marketing platform serving lenders and loan officers with pipeline management, marketing automation and integrations into LOS/POS — closely overlapping with Aidium's core offering.
- Total Expert: Total Expert is a leading CRM and customer engagement platform purpose-built for mortgage lenders and financial institutions, directly competing with Aidium in the same vertical with overlapping CRM, marketing automation and reporting capabilities.
- Insellerate: Insellerate delivers a mortgage CRM and engagement platform for lenders with pipeline management, lead scoring and marketing automation, overlapping materially with Aidium's CRM and AI propensity features.
- Bonzo: Bonzo (formerly Revamp) provides a mortgage CRM and automated marketing platform targeting loan officers and mortgage companies, competing head-to-head with Aidium for the same customer base with similar workflow automation features.
Broad incumbents
- Salesforce: Salesforce is the dominant horizontal CRM widely deployed at large mortgage enterprises; it competes with Aidium as the existing system of record that Aidium must displace or integrate with via its modern API and 100+ connectors.
- HubSpot: HubSpot is a leading horizontal CRM and marketing automation platform used by mortgage marketers; it competes with Aidium on marketing automation and CRM for SMB and mid-market mortgage customers.
Emerging players
- BombBomb: BombBomb is a video messaging and customer engagement platform popular with loan officers; it overlaps with Aidium's communications suite (SMS, email, dialer) and competes for the same persona-level adoption.
- BeSmartee: BeSmartee is a digital mortgage POS and automation platform that competes for the same lender technology budget and overlaps with Aidium on workflow automation and LOS integrations.
- Maxwell: Maxwell is a digital mortgage POS and lender platform that overlaps with parts of Aidium's enterprise stack and is frequently integrated alongside or against mortgage CRMs in lender tech ecosystems.
Others
- Polly (formerly Stack Processing): Polly provides mortgage workflow, POS and analytics tools that integrate with the LOS/POS stack Aidium connects to; it is an adjacent ecosystem participant rather than a direct CRM competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Aidium social profiles
Digital presenceAidium compliance and trust
Trust signalCompliance2 records
Aidium financial estimates
Financial estimateRevenue estimate
Valuation estimate
Aidium leadership team
Management profileNumber of profiles
Profiles2 records
Aidium funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Aidium M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Aidium
What does Aidium do?
Aidium provides a unified, cloud-based mortgage CRM platform that combines contact and pipeline management, marketing automation, reporting and data warehousing, AI-driven propensity modeling, and enterprise compliance controls. The platform serves mortgage enterprises, individual loan officers, and top producers, enabling high adoption across organizations through team-level customization, no-code automation, and 100+ pre-built integrations with LOS, POS, and lead source systems.
Is Aidium a public or private company?
Aidium is a private company. It is classified as corporate owned and is currently acquired.
When was Aidium founded?
Aidium was founded in 2019. It employs 11 to 50 people.
Where is Aidium based?
Aidium is headquartered in Boulder, United States, in the North America region.
How does Aidium make money?
Four revenue lines are on record. SaaS Subscription is the primary driver. The others are messaging Credits, professional Services and add-On Features.
Who are Aidium's main competitors?
Direct peers on record are Jungo, Total Expert, Insellerate and Bonzo. Broad incumbents are Salesforce and HubSpot. Emerging players are BombBomb, BeSmartee and Maxwell. Polly (formerly Stack Processing) is listed as an others.
Does Aidium have an API?
Yes. Aidium has a modern API enabling integrations with LOS, POS, lead sources, and other mortgage software tools. The platform supports 100+ pre-built connectors and native integrations with common mortgage software. The API facilitates data exchange and workflow automation between Aidium and third-party systems. Developer documentation is at support.thinkaidium.com/integrations.
What industry is Aidium in?
Aidium's product category is Mortgage CRM Software. Its primary akta.pro industry code is BPAFAFAK, Customer Service/Support CRM & Contact Center Platforms, with a secondary code of FSALAEAJ, Customer Care & Borrower Communications (Call Center/Omnichannel). Its NAICS code is 54151 and its SIC code is 7372.